In an effort to create ads that are more interactive (because what’s worse than an ad that you just have to look at?), Instagram is applying 3D Touch technology, which will allow viewers to scroll through different aspects or components of a photo, all by varying the degree of pressure they apply to the ad. This way, as Instagram and advertisers hope, viewers will interact with various parts of an ad, thereby becoming more engaged as they alternately find their way from a cute hoodie to some killer kicks, all by changing up how hard they press down on their screen.
This, combined with Apple Pay, which would allow potential buyers to make purchases with their fingerprints, does seem like a serious exploration of all the newest software made available by the new iOS.
“From an innovation standpoint, Instagram is where a lot of brands are putting the most eggs,” one ad agency executive told Digiday. “Force touch gets interesting, because instead of quickly tapping Shop Now to buy this one thing, you can choose from two or three offers. It makes for more frictionless shopping.”
This “frictionless shopping” experience is nothing new for the photo app, which also recently launched a Shop Now button to drive further sales for its advertisers.
Instagram — it’s not just a pretty face. It’s a ruthless selling machine.
